Post on 30-Apr-2015
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Permission Based Marketing
Permission Based Marketing
Why expanding rather than reducing your advertising expenditures in a difficult
economy makes sense
Why expanding rather than reducing your advertising expenditures in a difficult
economy makes sense
What is permission basedWhat is permission based
• With over 40% of emails not read because they are perceived as spam, or they are opted out for lack of relevancy.
• The establishment of a system that requests and receives written confirmation from the email recipient is regarded as permission.
• The delivery rates skyrocket to over 90%.• When relevancy is considered it increases to 96%
• With over 40% of emails not read because they are perceived as spam, or they are opted out for lack of relevancy.
• The establishment of a system that requests and receives written confirmation from the email recipient is regarded as permission.
• The delivery rates skyrocket to over 90%.• When relevancy is considered it increases to 96%
DemographicsDemographics
• 81% of individuals have email• 61% have broadband connections• 60% of woman and 40% of men save their email
offers and use them later• 25% of emails are read on Wednesday• 91% say they would like to be on a preferred list • 13% of online coupons are redeemed• 1% only of printed coupons were redeemed
[According to Inmar]
• 81% of individuals have email• 61% have broadband connections• 60% of woman and 40% of men save their email
offers and use them later• 25% of emails are read on Wednesday• 91% say they would like to be on a preferred list • 13% of online coupons are redeemed• 1% only of printed coupons were redeemed
[According to Inmar]
MotivationMotivation
• The creation and management of a focused permission based marketing plan can generate superior results while quantifying the expenditures and ROI
• The creation and management of a focused permission based marketing plan can generate superior results while quantifying the expenditures and ROI
Why have a PBM programWhy have a PBM program
• It can remove the stress of trying to • Retain clients, customers• Attract new customers• Increase the customers frequency of visits• Increase the amount that is spent per visit
• It can remove the stress of trying to • Retain clients, customers• Attract new customers• Increase the customers frequency of visits• Increase the amount that is spent per visit
3 keys to success3 keys to success
• 1. Create a loyalty programGive existing customers Special treatment & offersBirthdayAnniversary
Benefits:They are 3x more profitable than a new oneThey are less likely to go elsewhereThey are a source of immediate referrals
• 1. Create a loyalty programGive existing customers Special treatment & offersBirthdayAnniversary
Benefits:They are 3x more profitable than a new oneThey are less likely to go elsewhereThey are a source of immediate referrals
ExpansionExpansion
• 2. Establish a weekly email update• With relevant offers, events, awards, etc
Benefits:• Gives your business cross promotional
opportunities • Increases the size of your customer base• Expands Brand awareness• With the engagement of such systems as Return
Path deliverability is assured for in excess of 95%
• 2. Establish a weekly email update• With relevant offers, events, awards, etc
Benefits:• Gives your business cross promotional
opportunities • Increases the size of your customer base• Expands Brand awareness• With the engagement of such systems as Return
Path deliverability is assured for in excess of 95%
BrandingBranding• 3. Create a website
• Helps define your business image • Source of information about the business• Establishes Brand awareness• Accessible 24/7• Creates portal for eCommerce and feedback
Benefits:• Higher visibility for your business• Can generate revenue during off hours• Fixed costs• Feedback establishes product / service needs
• 3. Create a website• Helps define your business image • Source of information about the business• Establishes Brand awareness• Accessible 24/7• Creates portal for eCommerce and feedback
Benefits:• Higher visibility for your business• Can generate revenue during off hours• Fixed costs• Feedback establishes product / service needs
ToolsTools
• Availability of real time statistical data• Analyze reactions of plans implemented• Determine: Views, Prints, Redemptions
Benefits:
• Pinpoints efforts for success• Makes planning ahead focused• Enhances the return on investment
• Availability of real time statistical data• Analyze reactions of plans implemented• Determine: Views, Prints, Redemptions
Benefits:
• Pinpoints efforts for success• Makes planning ahead focused• Enhances the return on investment
Building a Data Base
Building a Data Base
Benefits:
• Creates a current customer list• Giving new customers a chance to
become loyal ones
Benefits:
• Creates a current customer list• Giving new customers a chance to
become loyal ones
Target marketingreal results
Target marketingreal results
• ROI E-mail marketing $45:$1
Search engines $12:$1Direct mail $3:$1
Benefits:More revenues per expendituresCan be extremely focused
• ROI E-mail marketing $45:$1
Search engines $12:$1Direct mail $3:$1
Benefits:More revenues per expendituresCan be extremely focused
Alternatives to
Alternatives to
• Banner Ads• Pay for clicks• Pop ups• Print ads• Radio• Television
• Benefits: • More cost effective
• Banner Ads• Pay for clicks• Pop ups• Print ads• Radio• Television
• Benefits: • More cost effective